NBS Sport Dominates Uganda's Media Landscape, Survey Shows

NBS Sport has officially been recognized as Uganda’s leading sports television channel, according to the 2026 Uganda National Media Survey. The comprehensive study, conducted by the Market Intelligence Group (MIG), also highlighted the channel’s morning program, ‘NBS Sport This Morning,’ as the most-watched sports show in the country.

This significant achievement underscores NBS Sport’s dedication to “Championing Ugandan Sport” and its expanding influence within the nation’s media. The survey results indicate a strong and growing audience for the channel’s content.

Beyond its flagship morning show, other NBS Sport programs like ‘NBS Lunchtime Sports’ and ‘Pressbox’ were also identified as popular choices among viewers.

‘NBS Sport This Morning,’ which airs weekdays from 7 am to 10 am, features a blend of sports news, in-depth match analysis, exclusive interviews, and engaging discussions on both local and international sporting events. The program is hosted by a team including Andrew Kabuura, Brian Tuka, Ernest Akorebirungi, and Sera Yawey.

Desire Derekford Mugumisa, NBS Sport’s Brand Manager, attributed the success to the team’s consistent hard work and dedication. He noted the remarkable growth of NBS Sport, calling its swift journey to breaking even a “huge milestone” in his nearly two-decade career.

Mugumisa emphasized that maintaining this top position requires ongoing effort and consistency, viewing the survey’s findings as a valuable marker of credibility for the channel.

The 2026 Uganda National Media Survey provides a broad overview of media consumption habits across Uganda, covering television, radio, print, and digital platforms in 146 districts.

This recognition reinforces NBS Sport’s commitment to sports broadcasting in Uganda and highlights the increasing appeal of its coverage to a national audience.

Source: Nile Post